All-Risks Insurance Brokers
Digital Quote & Onboarding
Rebuilding the auto insurance quote from a five-step modal form into a guided flow that explains coverage, shows progress, and lets customers review before they submit.
Quote flow
From first step to submitted request
This walkthrough shows the redesigned auto quote from start to finish, including contact details, insurance history, vehicle, driver and coverage choices, and the review before submitting.
Outcome & impact
A clearer path from quote to customer
The redesigned experience contributed to digital conversion increasing from 1.2% to 4.4% and quote-to-close rate increasing from 15% to 27%.
- 1.2% → 4.4%
- Digital conversion
- 15% → 27%
- Quote-to-close rate
Context
The quote is the front door
All-Risks sells auto and home insurance to customers who expect to get a quote online without calling a broker. Before they can buy, they have to work through coverage terms, pricing variables, eligibility rules, and regulatory disclosures.
As Product Designer, I owned the multi-step quote for auto and home, the policy comparison, and the onboarding that followed, working with Product and Engineering from discovery through handoff.
The problem
The form exposed the system instead of guiding people through it
Insurance is inherently complex, but the interface added avoidable uncertainty around what customers were agreeing to and what came next.
- Long, dense steps with little sense of progress
- Coverage terms asked as bare Yes / No questions
- Every question styled the same, so nothing signalled priority
- No review of answers and no next steps after submitting
Original quote experience
Before: five steps in a modal
The original flow in the order customers saw it, from the location page through to the confirmation message.
Entry
Quote started from a location page
- Started from a location page
- The quote opened in a modal on top of a branch page, away from any coverage or pricing information.
- No preview of the journey
- Customers could not see how long the form was or what they would need before starting.
Entry: Quote started from a location page Step 1 of 5
General information
A short contact form asking for name, address, phone, and email.
Step 1 of 5: General information Step 2 of 5
Policy information
Questions about current insurance and past cancellations, with no explanation of why they matter.
Step 2 of 5: Policy information Step 3 of 5
Vehicle information
Vehicle year, make, model, and VIN, followed by a long run of Yes / No questions on one screen.
Step 3 of 5: Vehicle information Cropped to the top of the form. Select the image to see all of it.
Step 4 of 5
Coverage and driver #1
- Uneven steps
- Step 1 is a short contact form. Step 4 combines coverage, driver details, licence dates, and history on one screen.
- Unexplained terms
- Options like Limited Waiver of Depreciation were plain Yes / No questions with no explanation.
- Flat hierarchy
- Almost every question used the same bold label and radio buttons.
Step 4 of 5: Coverage and driver #1 Cropped to the top of the form. Select the image to see all of it.
Step 5 of 5
Final details and submit
Two last Yes / No questions and a Submit button, with no chance to review earlier answers.
Step 5 of 5: Final details and submit
Process
From the existing flow to a guided one
Understand the existing experience
Mapped the quote flow end to end, marked friction points, and separated insurance, business, and regulatory requirements from inherited patterns.
Define the core problems
Named the issues to solve: information density, unclear progress, unexplained language, flat hierarchy, and inconsistent patterns.
Explore and prototype
Reorganized the journey and prototyped step structures, progressive disclosure, comparison patterns, and answer controls.
Validate and refine
Reviewed prototypes with stakeholders and ran multiple rounds of A/B testing on competing flows before committing.
Design for delivery
Worked with Product and Engineering through implementation, QA, and refinement so the shipped flow matched intent.
Key design decisions
Four decisions shaped the redesign
Short, guided steps
Six named steps with a persistent progress bar replace five uneven ones.
Plain-language coverage
Insurance terms are labelled and explained where customers choose them.
Grouped questions
Related fields sit together in cards, so each screen has one clear subject.
Review before submit
Customers check every answer, with an Edit link per section, before sending.
Iterations & trade-offs
From complexity to a guided flow
Insurance needs a lot of information, so removing questions was rarely an option. The work was deciding when each question appeared. Where a field had to stay, I deferred it, prefilled it, or explained why it was needed.
Step structures were explored with Product and Engineering against validation rules, pricing calls, and compliance needs. The final six steps came out of several A/B test rounds rather than one design pass.
One overloaded screen became focused cards
- Coverage split from driver details
- Licence and history grouped separately
- Yes / No rows became single-tap choices
Submitting blind became review, then submit
Before: There was no review step. Correcting a mistake meant a broker had to follow up and fix the details manually.
- Every answer is summarized by section
- Edit links return users to the exact step
- Mistakes can be corrected before sending
A one-line thank-you became clear next steps
- A reference number customers can quote when a broker follows up
- The timeline for broker review and callback, stated up front
Impact & reflection
What carried forward
The patterns from the quote flow, including step structure, grouped cards, and tap-to-select answers, became the base for onboarding and the self-service portal across policies, payments, and documents.
The main lesson: in regulated products, most required information cannot be removed, but its order and framing can. Deciding when a question appears did more for clarity than cutting fields.